1. Exposure, Attention, and Perception What is necessary to reach consumers? Exposure (e.g., consumer must see your billboard) Attention (e.g., consumer must look at ad message) Perception (e.g., consumer must “take in” message)
2. Attention Attention is the process by which we devote mental activity to a stimulus. A certain amount of attention is necessary for information to be perceived. Attention has three key characteristics Attention is selective Attention is capable of being divided Attention is limited
3. Perception Perceptionoccurs when stimuli are registered by one of our five senses: vision, hearing, taste, smell and touch. What arouses visual perception? Size Color Color dimensions Effects of color on physiological responses and moods Color and liking
4. Risk and Involvement Researchers classify high vs. low involvement products by the amount of risk to consumers. Consumers are likely to be more involved in purchasing products such as homes, cars and computers than a picture frame or coffee because the former generate higher levels of performance, financial, safety, social, psychological, or time risk and have more extreme personal consequences. Consumers reduce risk by research, reading news articles, comparative shopping, taking to friends or sales reps or being brand loyal.
6. High involvement: home Exposure through: Electronic media Encourage consumer attention towards home ad: Appealing to your needs, values and goals Showing sources similar to target audience Using music
7. Low Involvement: Soap Exposure through: Electronic media Encourage consumer attention towards Soap ad: Using attractive models Using music Using Dramas Using humour
8. Different Situations High involvement High Risk Expensive High Customer involvement Low involvement low Risk Cheaper Low customer Involvement
